Razorfish "Gasps": Consumer's Aren't Feeling the Love from Facebook and Twitter - Ed Keller

Each week we all see trade press stories outlining the latest and greatest ways that marketers are using social networking technologies to connect better with consumers One story last week jumped out to me both because of the headline and also the sourcequotRazorfish Facebook Twitter Don39t Make Customers Feel Valuedquot wrote MediaPost followed by this lead quotWhile marketers have flocked to social platforms like Facebook and Twitter consumers still don39t view them as important ways to engage with a brand since they don39t meet their expectations Most people still prefer to connect with brands through more traditional methods such as email company Web sites or wordofmouthquotTo reach this conclusion Razorfish surveyed consumers and asked them to prioritize what was important to them when engaging with a brand and then asked them to rate how well each of various consumer touchpoints do when it comes to engagement amp8211 from the consumer39s perspectiveThe study found that consumers have the following priorities when it comes to brand engagement in this order feeling valued trust efficiency consistency relevance and control In other words says Razorfish quotIn a world full of engagement touchpoints the most important things to everyone are to feel valued by companies they do business with and to feel the companies they engage with can be trustedquotWhen it comes to touchpoints which do the best job of delivering against quotfeeling valuedquot and quottrustquot According to Razorfish quotthe most important consumer engagement channels are transactional email company websites traditional wordofmouth and facetoface conversation with a company representativequot The least important quotsocial networking services be it LinkedIn Twitter Facebook or the even newer locationbased social networking servicesquotquotGaspquot says Razorfish in commenting on these findings Gasp indeedAre businesses making a mistake by investing in social networking strategies No says Razorfish quotWe believe consumers do not use some of the hot new channels to interact with brands because brands are neither fully nor consistently using them to deliver on the Engagement Elements particularly in social mediaquot And says Razorfish over time this may well change But for now they say quotThese surprising findings taught us to assume nothing when it comes to why and how consumers interact with brandsquotWhat I found noteworthy about the Razorfish study was the important reminder it provides to marketers that despite the massive attention being paid to the consumer39s use of Facebook and other social media and mobile applications they still use those technologies relatively infrequently when it comes to their interactions with brands This is a topic I have written about previously and Razorfish reminds us that this remains true today amp8211 even after Mark Zuckerberg was named Time Magazine39s Person of the Year and The Social Network is garnering all sorts of awardsThe lesson is not for brands to stop deploying strategies that employ the new and emerging technologies but rather to remember that truly quotsocialquot brands need to engage with consumers through a variety of touchpoints and the quottraditionalquot ones cannot be ignored in favor of what39s new and emerging Being quotsocialquot is less about channels and technology and more about a philosophy and a way of doing businessamp8212based on twoway communication consumer engagement and tapping into your customer39s social networks in the physical as well as virtual worlds A holistic approach is required one that seeks to connect with consumers in all the ways they valueamp8212including both the old ways and the newEd Keller CEO of the Keller Fay Group has been called quotone of the most recognized names in word of mouthquot The publication of Keller39s book The Influentials has been called the quotseminal moment in the development of word of mouthquot Ed can be contacted at ekellerkellerfaycomRead all Edamp8217s MediaBizBloggers commentaries at WOM MattersCheck us out on Facebook at MediaBizBloggerscomFollow our Twitter updates MediaBizBloggerMediaBizBloggers is an openthought leadership blog platform for media marketing and advertising professionals companies and organizations To contribute contact Jackmediadvisorygroupcom The opinions expressed in MediaBizBloggerscom are not those of Media Advisory Group its employees or other MediaBizBloggerscom contributors Media Advisory Group accepts no responsibility for the views of MediaBizBloggers authors

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Razorfish "Gasps": Consumer's Aren't Feeling the Love from Facebook and Twitter - Ed Keller

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